How to market a product with two distinct use cases?

Question

I am making an e-paper screen that can be: 1. An easy to set-up google calendar display 2. A canvas to render any bmp image served from a server To me, these seem almost like two distinct products that appeal to different groups of customers.So I am building two distinct landing pages for each feature...https://www.invisible-computers.comhttps://www.invisible-computers.com/programmable-e-paper-screen.htmlThese both link to the same store page.I am worried that having a unified store page will be confusing for at least one of the customer groups.But having two store pages also seems wrong - people might get rightfully confused if it's the same product or not. Not even speaking of search engines...HN, what would you do in my situation?PS: I know I should probably just focus on one thing, and make that work. The thing is, that's what I did and it didn't work. So I am trying to test if the second positioning of the product works better... considering a pivot.

XCSme · Accepted Answer

I am having the same issue marketing https://www.uxwizz.com
There are at least two different use cases:
* users who just want a private analytics platform to track their own stats * agencies who want to earn money by running their own analytics platform
Almost everything is different when trying to market to the two distinct categories: benefits, pricing, features set, etc.
I am still struggling with this, I also leaned towards having distinct landing pages (but I didn't have the time to try them), but recently I switched to a different approach: build two different products for each of the target audiences. In this way, marketing and reach becomes a lot easier, as you know exactly who the customer is when it reaches your website.

codingdave · Answer

This sounds like a single product - a canvas that can render an image. You are hard-coding one potential use case for that image: a calendar. I'd abstract that out to a complementary product line of canned apps that render to the correct image size and format. The calendar is just your first app.

konschubert · Answer

These are the landing pages:https://www.invisible-computers.comhttps://www.invisible-computers.com/programmable-e-paper-scr...

Comevius · Answer

Personally I think the picture display is not user friendly (requiring a HTTP endpoint with a 800x480 monochrome bmp image).
I like the calendar display, but concerned about the limitations and the price.
Who is the customer? Decide that and then go out and show it to them. I also recommend Just Enough Research from Erika Hall, it's about studying your potential customers, market and product.
This product needs to be attractive and easy to use. A smartphone app the customer can use to change the display would be helpful, and it could justify the price.

pigtailgirl · Answer

two use cases = two marketing personas - build the two personas - then run a channel & massage analysis for each persona - run the messages in the channels that surface for each persona - 1 landing page but track conversion from each persona campaign - after a few months if conversion is an issue - try 2 distinct landing pages -

robotresearcher · Answer

Typo on the calendar version: &lsquo;electronig&rsquo;.

How to market a product with two distinct use cases?

This sounds like a single product - a canvas that can render an image. You are hard-coding one potential use case for that image: a calendar. I'd abstract that out to a complementary product line of canned apps that render to the correct image size and format. The calendar is just your first app.

These are the landing pages:
https://www.invisible-computers.com
https://www.invisible-computers.com/programmable-e-paper-scr...

Typo on the calendar version: ‘electronig’.